JC Decaux is launching what it claims to be the first frequency measurement system for the retail sector, with the launch of a tool across Tesco’s largest stores in the UK.
The outdoor specialist has been working with market research firm Taylor Nelson Sofres (TNS) to develop the coverage and frequency measurement tool for its six-sheet network, which it calls Destination Tesco.
It will count the number of people who see an ad, and follows an expansion of TNS’ Worldpanel, which is now able to provide greater information about groups of stores rather than simply by total fascia.
Worldpanel media services director Tracy Wareing says a “significant investment” in the system has led to a far greater understanding of supermarket shopping habits, and should help advertisers understand what the retail medium can achieve.
JC Decaux head of marketing David McEvoy says the research shows his company’s six-sheet network reaches over one-third of UK households in any fortnight.
“It is a milestone for the medium,” McEvoy adds. “We’ve put the legwork in, and it’s going to be great for the medium as a whole.”
It marks a move away from footfall and transaction-based media and, according to McEvoy, the greater detail should attract more spend from the major advertisers.
TNS is also able to provide similar data for the six-sheet networks at rivals Sainsbury’s and Asda, which are run by Clear Channel and Titan respectively.
JC Decaux recently extended its Destination Tesco network from the group’s largest 300 outlets to its largest 450, investing &£3m in the process. The outdoor firm also holds the contract for Tesco’s beleaguered in-store TV network, and is understood to be conducting a “root and branch” review of the offering, with a revised service mooted.